Durex is seeking to help couples ‘Cut the Cliches’ from their love lives this Valentine’s Day with the launch of a new campaign devised by Isobar Canada.
The condom brand’s multi-channel campaign will push the use of Durex Play Pleasure Gels to be more spontaneous and less behoven to the more humdrum rituals of romance such as roses and chocolate.
This seeks to encourage couples to be more adventurous in the bedroom by devising their own private traditions behind closed doors.
Indresh Kohli, marketing director, RB Canada, said: “The goal of the campaign is to shift the focus of Valentines from forced gifting to building deeper connections with your lover through intimacy, enabled by Durex Pleasure Gels.”
The TV and social media campaign will be supported by contextual ad placements.